The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performance
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Data de Publicação: | 2019 |
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Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/13986 |
Resumo: | Objective: The present study aimed to verify the influence of market orientation (MO) on exploration and exploitation of innovation strategies and also organizational performance.Method: The survey was conducted with owners and managers of companies in the food industry in Brazil through an online questionnaire and personal data gathering. The final sample consisted of 112 companies in southern and southeastern of Brazil. The data were first analyzed through descriptive statistics using SPSS software. Structural equation modeling by SMART PLS software was applied to test hypotheses.Relevance: Whereas recent developments in the literature on the themes of market orientation, exploration and exploitation innovation strategies, two theoretical gaps were identified for the proposed study: (1) how much MO contributes to exploration and exploitation innovation strategies, and (2) how much MO contributes to organizational performance when companies use exploration and exploitation innovation strategies.Results: The results of the study indicate that market-oriented companies can achieve both innovation strategies of exploration and innovation strategies of exploitation. Another finding indicates that market-oriented companies can improve their organizational performance by developing innovation strategies of exploration and innovation strategies of exploitation.Theoretical contributions: The understanding of how much market knowledge, proceeding from MO, can contribute to product innovation strategies, technologies, and capabilities beyond existing and more incremental innovations. And, how such relationships promote organizational performance can contribute to the understanding of how much market-oriented firms need the resources investments in innovation strategies. |
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The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performanceA influência da orientação para o mercado nas estratégias de inovação de Exploration e Exploitation e no desempenho orgazanizacionalMarket Orientation; Explorative Innovation Strategy; Exploitative Innovation Strategy; Business PerformanceOrientação para o mercado; Estratégias de Inovação de Exploration; Estratégias de Inovação de Exploitation; Desempenho OrganizacionalObjective: The present study aimed to verify the influence of market orientation (MO) on exploration and exploitation of innovation strategies and also organizational performance.Method: The survey was conducted with owners and managers of companies in the food industry in Brazil through an online questionnaire and personal data gathering. The final sample consisted of 112 companies in southern and southeastern of Brazil. The data were first analyzed through descriptive statistics using SPSS software. Structural equation modeling by SMART PLS software was applied to test hypotheses.Relevance: Whereas recent developments in the literature on the themes of market orientation, exploration and exploitation innovation strategies, two theoretical gaps were identified for the proposed study: (1) how much MO contributes to exploration and exploitation innovation strategies, and (2) how much MO contributes to organizational performance when companies use exploration and exploitation innovation strategies.Results: The results of the study indicate that market-oriented companies can achieve both innovation strategies of exploration and innovation strategies of exploitation. Another finding indicates that market-oriented companies can improve their organizational performance by developing innovation strategies of exploration and innovation strategies of exploitation.Theoretical contributions: The understanding of how much market knowledge, proceeding from MO, can contribute to product innovation strategies, technologies, and capabilities beyond existing and more incremental innovations. And, how such relationships promote organizational performance can contribute to the understanding of how much market-oriented firms need the resources investments in innovation strategies.Objetivo: O presente estudo buscou verificar a influência da orientação para o mercado (OM) na estratégias de inovação de exploitation e exploration e também no desempenho organizacional.Method: A pesquisa foi realizada com proprietários e gestores de empresas da indústria de alimentos no Brasil, por meio de um questionário online e coleta de dados pessoalmente. A amostra final consistiu de 112 empresas do sul e sudeste brasileiro. Os dados foram inicialmente analisados com as estatísticas descritivas com auxílio do software SPSS. Posteriormente, foi aplicada a modelagem de equações estruturais no teste de hipóteses.Relevance: Apesar dos recentes desenvolvimentos na literatura sobre os temas de orientação para o mercado, estratégias de inovação de exploitation e exploration, duas lacunas teóricas foram identificadas no estudo proposto: (1) quanto a OM contribui para estratégias de inovação de exploitation e exploration, e (2) quanto a OM contribui para o desempenho organizacional quando as empresas utilizam as estratégias de inovação exploitativas e explorativas. Results: Os resultados deste estudo indicam que empresas orientadas ao mercado podem atingir ambas as estratégias de inovação (exploitation e exploration). Outro achado indica que empresas orientadas ao mercado podem potencializar o desempenho organizacional ao desenvolver estratégias de inovação de exploration e estratégias de inovação de exploitation.Theoretical contributions: A compreensão de quanto o conhecimento de mercado, advindo da OM, pode contribuir para as estratégias de inovação de produtos, tecnologia e capacidades além das existentes e as inovações incrementais. Além de quanto estas relações podem promover o desempenho organizacional, que pode auxiliar no entendimento de quanto as empresas orientadas ao mercado precisam investir recursos em estratégias de inovação.Universidade Nove de Julho - UninoveKava, LuanaDidonet, Simone Regina2019-01-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1398610.5585/remark.v18i1.3565ReMark - Revista Brasileira de Marketing; v. 18, n. 1 (2019): (jan./mar.); 1-162177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMengporhttps://periodicos.uninove.br/remark/article/view/13986/6740https://periodicos.uninove.br/remark/article/view/13986/6741Direitos autorais 2019 Revista Brasileira de Marketing – Remarkhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-01-18T16:17:58Zoai:https://periodicos.uninove.br:article/13986Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T16:17:58REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performance A influência da orientação para o mercado nas estratégias de inovação de Exploration e Exploitation e no desempenho orgazanizacional |
title |
The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performance |
spellingShingle |
The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performance Kava, Luana Market Orientation; Explorative Innovation Strategy; Exploitative Innovation Strategy; Business Performance Orientação para o mercado; Estratégias de Inovação de Exploration; Estratégias de Inovação de Exploitation; Desempenho Organizacional |
title_short |
The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performance |
title_full |
The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performance |
title_fullStr |
The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performance |
title_full_unstemmed |
The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performance |
title_sort |
The influence of market orientation on Exploration and Exploitation innovation strategies ans organizational performance |
author |
Kava, Luana |
author_facet |
Kava, Luana Didonet, Simone Regina |
author_role |
author |
author2 |
Didonet, Simone Regina |
author2_role |
author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Kava, Luana Didonet, Simone Regina |
dc.subject.por.fl_str_mv |
Market Orientation; Explorative Innovation Strategy; Exploitative Innovation Strategy; Business Performance Orientação para o mercado; Estratégias de Inovação de Exploration; Estratégias de Inovação de Exploitation; Desempenho Organizacional |
topic |
Market Orientation; Explorative Innovation Strategy; Exploitative Innovation Strategy; Business Performance Orientação para o mercado; Estratégias de Inovação de Exploration; Estratégias de Inovação de Exploitation; Desempenho Organizacional |
description |
Objective: The present study aimed to verify the influence of market orientation (MO) on exploration and exploitation of innovation strategies and also organizational performance.Method: The survey was conducted with owners and managers of companies in the food industry in Brazil through an online questionnaire and personal data gathering. The final sample consisted of 112 companies in southern and southeastern of Brazil. The data were first analyzed through descriptive statistics using SPSS software. Structural equation modeling by SMART PLS software was applied to test hypotheses.Relevance: Whereas recent developments in the literature on the themes of market orientation, exploration and exploitation innovation strategies, two theoretical gaps were identified for the proposed study: (1) how much MO contributes to exploration and exploitation innovation strategies, and (2) how much MO contributes to organizational performance when companies use exploration and exploitation innovation strategies.Results: The results of the study indicate that market-oriented companies can achieve both innovation strategies of exploration and innovation strategies of exploitation. Another finding indicates that market-oriented companies can improve their organizational performance by developing innovation strategies of exploration and innovation strategies of exploitation.Theoretical contributions: The understanding of how much market knowledge, proceeding from MO, can contribute to product innovation strategies, technologies, and capabilities beyond existing and more incremental innovations. And, how such relationships promote organizational performance can contribute to the understanding of how much market-oriented firms need the resources investments in innovation strategies. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-01-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/13986 10.5585/remark.v18i1.3565 |
url |
https://periodicos.uninove.br/remark/article/view/13986 |
identifier_str_mv |
10.5585/remark.v18i1.3565 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/13986/6740 https://periodicos.uninove.br/remark/article/view/13986/6741 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 18, n. 1 (2019): (jan./mar.); 1-16 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138640546234368 |